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Smart online communication
Carthage CollegeJanuary 16, 2017
Content Marketing for Business-to-Business
• Introduction around the table• Short presentation of Skapa• Social media overview with a few examples• A few trends• Strategies for social media and online
communication• Conclusion
Skapa – smart online communication• Founded in 1996• Mostly B2B customers with
international opeations• Focused on online communication
since the start• Seven employees• Working owners• Located in cluster of export
industries in Gothenburg area
Skapa – Smart Online CommunicationCommunication and marketingOnline marketing is about understanding the needs of your target groups and giving them relevant content published in multiple channels.
Web, technology and developmentWe build advanced and easy-to-use apps, extranets, blogs and web based system solutions that supply the data to the right person at the right moment!
Presentation – Erik Ekholm, CEO• CEO at Skapa• Master of Science and Naval Architect at Chalmers
University of Technology• Stena AB, Volvo Trucks, Rosemount Tank Radar• Founded Skapa in 1996• Specialized in online marketing for B2B operations• Lecturer in online marketing at IHM Business
School, Stockholm School of Economics, West Sweden Chamber of Commerce and Norwegian-Swedish Chamber of Commerce.
The Skapa Team
Erik Ekholm CEO
Lars AnderssonChief Digital Strategist
Pierre BendayanArt Director
Kajsa OwenedeCopywriter
Joel LunchSolution Architect
Louise SjöbergCopywriter
Annika EkholmMarketing Manager
We Love Business-to-Business…
*US owned companies
Challenges for B2B Sales & Marketing• Identifying your potential customers• Understanding the customers’ needs• Attracting the customers• Creating a relevant communication• Building trust and confidence –
persistently • Being top-of-mind when the
purchasing decision is made
Skapa’s Philosophy for Successful Online Marketing
Attract: New business and develop loyaltyby delivering:Relevant and updated contentthat meets the customers’ :Needs, challenges and questions
Content Marketing is Perfect for B2B
Greencarrier’s Knowledge Blog• Build brand and strengthen brand awareness• Content marketing in multiple channels• Concept, design and development of websites for
blog and for each business area• Extensive contacts database• Developed in WordPress. Responsive.• freightservices.greencarrier.com• lineragency.greencarrier.com• greencarriergroup.com• blog.greencarrier.com• Google examples: Advantages of air freight, air vs
sea freight, container train solution or container rain.
Volvo Penta Nordic & Baltic Blog for Professional Users
• Blog for Volvo Penta’s Industrial and ProfessionalMarine customers
• Knowledge blog to attract highly valuable visitors• Convert visitors into leads• Concept, design & development of a modern blog-
website with responsive design in WordPress• Content marketing: Article creation with knowledge
articles, customer stories, profile in focus (dealers, employees), etc.
• nordicblog.volvopenta.com• Facebook, Instagram
Elos Medtech – Expertise and experience• Supporting sales by building confidence through
expertise and experience• Building brand awareness• Concept, design and development of a website
including a blog• Investor relations information• Developed in WordPress. Responsive.• Content Marketing in multiple channels• elosmedtech.com, Facebook, Twitter, LinkedIn
Relevant Content Attracts Visitors that Become Leads
Visitors
Customers
Inspiration / Customer needs
Brand building / Company
Offer / Products / Services
CustomerMagazines
Relevant Content can Feed Multiple Channels
CONTENTSales Material
Website
Blog
Email-Marketing Social Media
EmployerBranding
Press
Investing in Content vs. Spending on Ads & Campaigns
TimeAds & campaigns
Content
Marketing value
Example of Skapa’s work processAnalysis
Online Strategy
Concept & Design
Implementation
Skapa MediaPac
Process for Sustainable Content Flow:
• Editorial group• Goals and achievements for article
(summary, target group, purpose, conversion, keywords/phrases, author)
• Publishing plan• Content production (research, interviews,
material, copywriting, review and approval)• Optimal publishing on blog, social media,
newsletters, …• Metrics analysis and follow-up
10 tips to have in mind for content marketing:
1. Pinpoint the customers and understand their needs and challenges
2. Create compelling content that is relevant for the audience
3. Build confidence over time by sharing your knowledge
4. Be top-of-mind when the purchasing decision is made
5. Use multichannel communication to increase reach
6. Use social media to make Google aware of your content
7. Use embedded YouTube-videos with correlating headline and description
8. Adapt your communication to mobile users (responsive, but also timing, email, etc.)
9. Have a long-term perspective – it’s not a campaign but a process
10. Inform and activate your sales team for social selling
Social Media
https://www.youtube.com/watch?v=odoYOuvwjDE
21
LinkedIn:• 467 million acquired
users in 220 countries• Owns Slideshare• 3.6 billion USD in 2015
Twitter:• 317 million monthly active
users• 500 million tweets per day• 2,4 billion USD in 2015
YouTube:• More than 1 billion
active users • 1,2 billion shows per day• 100 h video uploaded/minute• 6 billion hours shown / month• 100% owned by Google
Facebook:• 1.2 billion daily active users• 1.1 billion daily active mobile
users• 18 billion USD 2015
Social Media Strategies
”Facebook? – Aber nein, we are not that kind ofa company!”
• What if someone writes something negative about our products?
• What if our competitors may learn something!• We can only create one article per quarter – maximum!• What do the sales people tell the customer if everything
has already been published?• No one else in our industry does it• The dealers don’t like that we have direct contact with
the end customers.
A few objections to using social media
COMPETITORS
EDITORIAL CALENDAR
SEARCH OPTMIZATION
POLICIES & GUIDELINES
SOCIAL MEDIA
BUSINESSES
SEGMENTS
E-COMMERCE
RESOURCES
CHANNELS
PERSONALITY & TONE
ONLINE STRATEGIES
METRICS
RISKS
BRAND
TACTICS & PLANS
PERSONAS
KPIs
COUNTRIES
MARKETS
GOALS
VISION & TARGET
WORK PROCESSES
ORGANIZATION
CONTENT GOVERNANCE
NEEDS & CHALLENGES
TARGET GROUPS
The ultimate goal of your online communication? Is it to:
• Increase brand awareness?• Improve client engagement? Build confidence/trust?• Improve customer support efficiency?• Attract and retain key staff members• Support sales with valuable leads
Anything that does not support your goal/goals, has no place in your strategy!
Strategy – define your goal
“Our main goal is to get closer to the customers”
”Creating valuable local dialogues”
Peter Drucker. Popularized in 2006 by Mark Fields, president of Ford Motor Company
Ensure top management support and engage (inform & motivate) staff to make sure your strategies are successfully implemented
True engagement and motivation is needed
A few trends…
• Trump as president?• More aggressive Russia?• Continued Euro crisis? • Passified EU administration?• Rise of nationalism in Europe?• Clash for dominance in Chinese Sea? • War in Syria?• Rising terror with ISIS and other terror organizations?
Except for these influences…
VR – Virtual Reality
• Facebook Oculus Rift• 360 videos in Facebook
• Facebook plans http://nordic.businessinsider.com/facebook-fake-news-and-virtual-reality-2016-12/
• Google AI Translation tool invents its own language• Marketing automation using AI• Personal assistants that are actually like a person (Her,
Siri/Apple, Alexa/Amazon, Cortana/Microsoft, Assistant/Google + Google Home) – how far have theycome?
AI – artificial intelligence
• Self-driving cars, then…• Trucks, buses, ships, trains, airplanes, what else …• Cleaning offices, homes, schools, hospitals using robots• Mail (paper-based) and parcel distribution• Food deliveries• Pickup-clean-return laundry• Well, manufacturing is already lost to robots
Self-driving whatever…
Videos provide strong communication
Communication with emotion
Kids always create a smile…
Animals and kids work even better…
But emotions always win, but take some time
Mobile data +55% from Q2-15 to Q2-16
http://www.akamai.com/stateoftheinternet/ (with data from Ericsson)
Google ”Limited space construction”
Check Ramirent Blog
Google ”power loaders zinc mining”
Check Volvo Penta Blog
• Develop your strategies• Plan for governance of blogs and social media• Mobile First!• Always consider Google• Measure and follow up!• Be persistent!• Just do it!
Conclusion
Discussion
Please stay in touch!Erik Ekholm, Skapa.seTel +46 31 [email protected]/erikekholmfacebook.com/erikekholmse.linkedin.com/in/erikekholm
Copyright notice: The information in this document may not, in part or in its entirety, be published, copied or distributed to
a third party, without the previous consent from Skapa Digital Design i Göteborg AB.
